&TV to extend weekend programming with fiction shows

&TV is currently re-jigging its programme schedule to boost its presence amongst the competitive Hindi entertainment genre.

The channel, which is launching reality show ‘Love Me India’ this weekend, will be sprucing up its weekend schedule with a host of other new shows in the romance and horror genres, similar to its current series ‘Laal Ishq’.

Speaking to TelevisionPost, ZEEL chief marketing officer (CMO) Prathyusha Agarwal said, “We will be adding more weekend fiction on the channel, we have variety seeking audience they are not bound by weekday and weekend. They seek variety in genre and content, we would like to cater to that audience.”